Email marketing is a vital piece of your digital strategy—allowing you to turn strangers into patients, clients, or customers. Plus, a savvy email marketing strategy builds better relationships with your existing patrons too, so they continue to do business with you.
If you’re new to email marketing, here’s a complete guide. Dental practices, chiropractic businesses, supplement companies, medical spas, and health and wellness brands alike can benefit from the following tips, tactics, and user-friendly email marketing tools.
Why Email Marketing is Important
Why is email marketing important for your medical, health, and wellness company? Let us count the ways…
Your Customers Use Email
By 2020, analysts predict there will be three billion email users worldwide—one billion of those on Gmail. In short, your customers are ready and waiting to connect with you via email. In fact, 86 percent of people say they like to get promotional emails from companies they’re interested in.
Email Marketing Converts
Emails are the icing on the cake of a digital marketing strategy. While ads and social media posts cast a net into the abyss to find customers, emails hook your customer. Take abandoned cart reminders for instance. Hubspot found that when companies send customers reminders about their abandoned carts, those emails have a 40.5% open rate. That means someone who was on the verge of buying a health supplement or medical spa gift card from you has a higher probability of completing the purchase.
Use your email marketing campaign as a testing ground for SEO keywords for your specific audience. If you watch your analytics carefully, you’ll learn which subject lines, buttons, and images get the most engagement and click-throughs. This gives you insight into what your customers want and need. Incorporate that data into your social media and website keywords to attract more like-minded people to do business with you—free and organically.
Social Media and Website Traffic
Use your email marketing campaign to convert your email list to Instagram, Facebook, Pinterest, and Twitter followers—as well as regular blog readers and website visitors. Ideally, you want your medical spa, dental practice, chiropractic business, and health and wellness brand to be a cycle for your customers—bouncing them around your content so you stay top-of-mind when they need a product or service.
Email Marketing Tactics to Use in 2020
Now that you know why email marketing is important, here are some tactics you can try to make your campaigns a success.
Optimize For Mobile
At this point, it almost goes without saying that everything you create needs to be optimized for mobile. About 60 percent of all emails are viewed on smart devices—75 percent when it comes to Gmail specifically. Make it easy for email recipients to click through to your landing page, confirmation page, or sales promotion. Link images and text. Use images sparingly. Write concise and scannable content. And of course, always use responsive design in emails and websites so your content automatically adapts to any device.
Use Rich Text
How fun is it to open an email that looks like it was written on a DOS computer system? Not at all. Nearly 65 percent of people prefer formatted emails that have headings, bullet points, and a scannable layout. Even if you don’t hire a designer, you can utilize smart formatting to break up text in an appealing way.
Incorporate Images Wisely
While images help sell items (especially when featuring faces), don’t use too many in email. As the number of images in an email increase, your chances of making a sale decrease. This is especially true on mobile.
Write Intriguing Subject Lines
Getting your customers and patients to open an email is half the battle. The most effective subject lines ask questions, create urgency, and immediately draw the reader in. A/B test your subject lines and use analytics to optimize your email open rates.
It takes more effort to gather personal information and code it for emails. However, personalizing your emails (starting with a Hello, John versus Hello, friend) have a 17.6% open rate compared to 11.4% without personalization. Subject lines that are personalized have an even higher open rate. Put in the time to make an instant connection with your readers so they open your email and do what you want them to do.
If you’ve been going to the same dentist for 10 years and get an email asking you to become a patient, it’s strange. That’s where segmenting audiences comes in. Segmented and targeted emails generate 58 percent of all revenue for companies. Break your email list into groups like “cold leads” for people who are new to your practice or business, lapsed customers (for people who haven’t been in to see you or made a purchase for a while), and active customers (who do business with you regularly). By creating these like-minded groups, you’ll be able to tailor your email messaging to their needs and achieve your goals. Plus, you’ll deliver what customers want when you can make an email more personal instead of vague.
Test Email Deployment Time and Frequency
Depending on your customer base and type of business, your ideal email deployment time and frequency will vary. Overall, 86 percent of consumers want to get promotional emails at least once per month, while just 15 percent want a daily email. Almost 80 percent of customers have unsubscribed from emails because they get too many, so don’t be that brand! Start with fewer emails, experiment when you send them, and build from there. When segmenting your audiences, remember that engaged groups may respond better to more frequent emails while lapsed or new email leads may not.
Send Welcome Emails
When someone joins your mailing list, send them an email! This should be short and sweet—welcoming them to your community. Give them a little bit of information about what they can expect and thank them. According to research, companies that send welcome emails do more and better business with those customers down the line.
Compile Detailed Information About Leads
You need to have emails to have an email marketing campaign. However, over half of marketers have problems collecting quality information about their email contacts. Consider using a CRM to track detailed information about your leads—like age, preferences, full name, and other important tidbits. The more you know about the person behind each email address, the better the chances you have to convert them—and the better your lead generation campaigns will be.
Types of Email Content to Create
There are a handful of strategies you can harness for email marketing campaigns, including,
Drip email campaigns are automated. That means, you set them up to deploy when a customer or lead triggers a response. For instance, reminder emails (more on that below), welcome emails, appointment reminders, and abandoned cart emails are all drip campaigns. Drip campaigns are very targeted and lead to 20% increased sales opportunity. That’s because these emails are tailored to an individual’s personal needs and cater to what they want in the moment. Anytime you can automate your marketing, you should. It frees you up to focus on other marketing tactics that can help you grow your business.
Reminder emails are a type of drip email campaign. Whether you’re sending reminders for chiropractic or dental appointments or CBD products left in abandoned carts, reminder emails are a great email marketing tactic! In addition to emailing these customers to remind them to finish what they started, you can add a pixel to your website to track where they go and retarget through PPC or social media ad campaigns. Then, you can serve them retargeting ads too to do your best to get them to make a purchase.
Medical, dental, healthcare, and health and fitness brands have average email open rates—20 to 20–22 percent. Hobbies have the highest open rate of any email marketing content. If you’re able to connect your company’s mission with your customer’s wants, needs, and preferences, you’ll be able to turn them into loyal customers. Say for instance you’re a chiropractor. Consider creating email material that’s educational—about active hobbies like running, biking, or climbing that may be made easier by a chiropractic appointment. The same goes for CBD oil and dietary supplements. Get creative, give your audience something they’ll be interested in that ties to your bottom line, and see how it works for you!
Promotional emails should be quick and to the point. If you’re having a sale, make that the primary message in the subject line and email headline. Don’t clutter your emails with multiple calls to action either! Focus on your main goal and communicate that clearly and efficiently. Emails that have similar or identical subject lines, headlines, and landing page headlines do best with conversion because you make it easier for the customer to connect the dots. Less thinking = more doing.
Would you want to be friends with someone who always asked you for something every time you hung out? Probably not. That’s where stewardship emails come in. These feel-good emails remind your customers that you’re there, but focus on telling them how great they are, why you appreciate them, or thanking them for something. To prove this point, analysts have found that subject lines that include “thank you” have the highest engagement levels.
Okay, so SMS is not email. BUT it’s an extension of your email marketing efforts. Also known as text messaging marketing, it’s open rates put email to shame. When compared to email, SMS messages have a 209% higher response rate—a 98% open rate. While you never want to hound people on their personal devices, you can use this tactic to get the attention of clients, patients, and customers and help improve your relationship and business.
The Best DIY Email Marketing Platforms in 2020
Now that you’re ready to start your email marketing for your health and wellness or medical company, you need to find a platform. There are a number of email marketing platforms out there. We think the following are the best for dentists, medical spas, supplement companies, and other mid to large size health and wellness brands.
We personally love MailChimp because it’s easy to use, relatively inexpensive, and customizable. Whether you don’t have the budget and need to run email campaigns yourself or want to offload it to someone else, MailChimp is suitable for all needs. It also comes with SMS integration and automated email drip campaign capability. This is a great place to start for email marketing newbies.
If you’re running a larger inbound marketing strategy, opting for a larger platform that tracks all efforts in one place is smart. A lot of our larger clients use HubSpot to manage teams of 10–100. Because its all encompassing set-up, this platform is pricey but worth it.
Email marketing provides companies of all shapes and sizes with the opportunity to connect with customers and make sales. If you like what you’ve learned here, keep reading! Find out how to improve your content marketing and master other marketing topics our blog. Of course, you can always email us to get help with all of your social media marketing, video, blogging, website optimization, and digital marketing needs.